Post by account_disabled on Feb 28, 2024 0:49:35 GMT -5
In the last article Agile Marketing – Part 1 I talked about how much marketing, after the digital transformation, has become very close to the world of software development and that therefore the agile methodology, which had its first application in that sector, can be useful applied to marketing. Agile Marketing provides managers and marketers with a way to mitigate risk by quickly testing many ideas to evaluate their potential to react quickly to digital dynamics. We need to move from a traditional approach to a more sustainable one. But what is meant by a traditional approach and what are its pitfalls? Waterfall vs Agile The Waterfall approach uses steps to manage the complexity of a project by dividing it into multiple parts.
An example in the marketing field could be the creation of Paraguay Phone Number a campaign or a marketing plan. The phases, in both cases, can be the following: Waterfall vs Agile At first glance it would seem logical but there is one aspect that certainly needs to be investigated. In the Waterfall approach , the person defining the requirements is expected to know in advance exactly what they want. This implies that if after the release of the project something is not exactly as expected or simply the conditions have changed, the cost of changing the result is very high. Unfortunately this approach does not go well with change. To react to digital dynamics you need a methodology that follows the same rules. Let's discover them together. Some rudiments of the Agile methodology One of the most widely applied Agile methodologies is Scrum .
The Scrum methodology organizes work in Sprints . Each sprint is made up of a planning phase, a modest block of time useful for producing deliverables that have value but are not too complex and ends with a review that allows us to collect feedback from stakeholders or the market. A sprint has a relatively short duration, more than a week but less than a month A project will be completed with the sum of several Sprints which will produce the final result in an incremental logic , with the benefit of being able to make adjustments along the way (I will elaborate on this point later). But what exactly happens in a Sprint? In the Sprint, tasks (project activities) are carried out and completed which are chosen and prioritized from a list of User Stories (which I briefly describe as a series of tasks) to be completed. The activity of associating a priority to the User Stories is carried out before the Sprint starts and is the task of the Marketing Owner (or Product Owner in agile jargon, i.e. the one who has the responsibility of completing the project).
An example in the marketing field could be the creation of Paraguay Phone Number a campaign or a marketing plan. The phases, in both cases, can be the following: Waterfall vs Agile At first glance it would seem logical but there is one aspect that certainly needs to be investigated. In the Waterfall approach , the person defining the requirements is expected to know in advance exactly what they want. This implies that if after the release of the project something is not exactly as expected or simply the conditions have changed, the cost of changing the result is very high. Unfortunately this approach does not go well with change. To react to digital dynamics you need a methodology that follows the same rules. Let's discover them together. Some rudiments of the Agile methodology One of the most widely applied Agile methodologies is Scrum .
The Scrum methodology organizes work in Sprints . Each sprint is made up of a planning phase, a modest block of time useful for producing deliverables that have value but are not too complex and ends with a review that allows us to collect feedback from stakeholders or the market. A sprint has a relatively short duration, more than a week but less than a month A project will be completed with the sum of several Sprints which will produce the final result in an incremental logic , with the benefit of being able to make adjustments along the way (I will elaborate on this point later). But what exactly happens in a Sprint? In the Sprint, tasks (project activities) are carried out and completed which are chosen and prioritized from a list of User Stories (which I briefly describe as a series of tasks) to be completed. The activity of associating a priority to the User Stories is carried out before the Sprint starts and is the task of the Marketing Owner (or Product Owner in agile jargon, i.e. the one who has the responsibility of completing the project).